# Psychedelic Western Spreads The Kenzo FW11/12 Campaign Brings Pattern to the Planes By Amelia Roblin | Published 2011-07-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/kenzo-fw11-12-campaign References: [fashioncopious.typepad](http://fashioncopious.typepad.com/fashioncopious/2011/07/kenzo-fw-1112-campaign-aymeline-valade-kasia-struss-clement-chabernaud-by-mario-sorrenti-.html) & [mariosorrenti](http://www.mariosorrenti.com/) I think of old fashioned Western attire and dull dusty colors come to mind. Nothing could be further from the [Kenzo](https://www.trendhunter.com/trends/levis-and-kenzo) FW11/12 campaign's representation of [contemporary country clothing](https://www.trendhunter.com/trends/wrangler-x-happy-socks). The elaborate garments themselves look undoubtedly influenced by the heavy layered and assembled dresses and suits of the 19th century American West, but the textiles used are remarkably different. An interest in pattern and texture prevails, but with cross-cultural ornamental shapes and the means of modern full-bodied pigments, these full-length long-sleeved gowns and elaborate and structured posterior suits bring an unfamiliar element to the log cabin homestead sets. Despite being completely covered up in these [Mario Sorrenti photographs](https://www.trendhunter.com/trends/alessandro-micheles), models Kasia Struss and Aymeline Valade exude a timeless exquisiteness beside the dapper cowboy Clement Chabernaud. The Kenzo FW11/12 campaign presents the illusion of a much older aesthetic, born of an era that could have come no sooner than the present. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 58% | Activity: 55% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Patterned Western Attire:** Disruptive innovation opportunity: Explore the use of cross-cultural ornamental shapes and modern full-bodied pigments in traditional Western fashion. - **Contemporary Country Clothing:** Disruptive innovation opportunity: Incorporate modern elements and textures into traditional country clothing for a fresh and unique look. - **Textile Innovation:** Disruptive innovation opportunity: Develop new textiles that combine traditional patterns and textures with modern manufacturing techniques for fashion-forward garments. ### Sectors Adopting This - **Fashion and Apparel:** Disruptive innovation opportunity: Introduce unconventional patterns and materials to the fashion industry to redefine Western attire and appeal to a new generation of consumers. - **Textile Manufacturing:** Disruptive innovation opportunity: Collaborate with fashion designers to create innovative textiles that break the boundaries of traditional Western clothing. - **Photography and Advertising:** Disruptive innovation opportunity: Explore new ways to present and capture traditional fashion campaigns by incorporating elements of timeless elegance with modern visuals and narratives. ## Related on Trend Hunter - [Cowboy-Inspired Runways](https://www.trendhunter.com/trends/louis-vuitton-fw-2024.md) - [Pattern-Heavy Fashion Capsules](https://www.trendhunter.com/trends/needles-new-collection.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Vibrant Statement Capsules](https://www.trendhunter.com/trends/wrangler-x-happy-socks.md) - [Reprised Fall Apparel Capsules](https://www.trendhunter.com/trends/shein-reimagines-autumnal-fashion.md) - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Conceptual Memory-Themed Fashion](https://www.trendhunter.com/trends/paranoid-fw25.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Cinematic Thriller-Inspired Runways](https://www.trendhunter.com/trends/jw-anderson-fw-2024.md)